1. Black Friday 2011: What worked?
Our key insights are distilled below:
FINDINGS RECOMMENDATIONS
1 Brand messaging + social media = ! Create a brand marketing wrapper for all
Target was unique in its holiday social media tactics. RETAILER
focus on a holiday-
The brand marketing aspect of DEAL
specific brand campaign YOU
holiday marketing remains an
(Christmas Champ) and RETAILER
untapped opportunity for most
was significantly more
brands. Use this opportunity to DEAL
effective than competi- RETAILER
ride increased interest in
tors in driving branded
retailers and build awareness DEAL
campaign activity. Why?
of the retailer’s deals, not just
the deals themselves. BRAND MARKETING
2 It’s not all about that one day... So extend aggressively post-event.
Other times are equally BLACK FRIDAY SALES BUILDUP There is significant opportunity to
BLACK FRIDAY SALES EXTENSION
busy in terms of aggregate further engage the audience in the
November 2011 November 2011
activity across all retailers lull following an important event.
1 2 3 4 5 1 2 3 4 5
studied, but most retailer Ecosystem activity doesn’t drop off –
6 7 8 9 10 11 12 6 7 8 9 10 11 12
tactics target the before why should marketer attention?
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and during periods. Where
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— and when — should
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focus your efforts?
3 Holiday cause marketing is popular... But save those dollars for another time.
But none of the major retailers saw significant reaction The noise generated by seasonal events tends to drown
to cause marketing campaigns. Why would that be the out everything else. Cause campaigns failed to register as
case during the “season of giving?” significant drivers of activity. Brands are better served by
SAVE THE WHALES! scheduling these activities in less distracting times of year.
BEAT CANCER! END HUNGER!
KIDS! SALES!
DEALS! NO TIME! BILLS! CONVENIENCE!
4 Ecosystem size matters, as does the medium... So leverage video across your eco-
Toys ‘R Us has the smallest VIDEO TV OTHER BRANDS system for cross-channel integration
ecosystem size across the
studied retailers and was Brands like Target and Kohl’s that
ineffective in capturing established video as the centerpiece
significant share of campaign BLOGS MOBILE of their integrated campaign had great
or shopping activity despite success in sparking activity in their
tactics similar to other brands. ecosystem. A customized campaign
And some types of media saw that leverages television’s reach and
greater rewards than others. social media’s viral potential makes a
Who won, and why? potent combination.
Want to know more? Contact us at inquiries@dachisgroup.com or visit dachisgroup.com.
